Usha reworks strategy, eyes 30% growth in retail business

Consumer durable company Usha International is expanding its retail footprint across modern retail, rural markets and e-commerce and looking at a 30 per cent growth in retail business.
"Usha is investing significantly to expand its retail presence and aiming at a 30 per cent growth in retail business by ensuring product display management and focus experiential marketing," Kapil Kohli, Vice-President and Retail Head at Usha International, told PTI.
"Leveraging our high brand recall, we are ensuring presence across channels and the last-mile connectivity for maximum outreach for all our products across categories."
The company is looking to improve its overall buying experience, taking into consideration a shift in consumer behaviour.

Usha plans to open 50 new 'Usha Joy' stores by March 2017 across tier-II and tier-III cities and is looking to establish a connect with over 17,500 retailers and dealers to consolidate its brand presence across the country, Kohli explained.
Additionally, it is transforming its existing 60 plus company showrooms in metro cities and integrating 'experiential zones'.

"We are planning to renovate 20-25 per cent of our existing showrooms this year," he said.
For modern retail outlets, the company is increasing its touch points to over 800 stores, from around 600 stores last year.
Keen to leverage e-commerce channels, the company is tying up with regional retailers and plans to sell exclusive products through e-commerce, Kohli said.

It has already tied up with Amazon, Snapdeal, Flipkart and Tata Unistore and is in the process of finalising an agreement with Pepperfry, he added.